International Breweries Unveils Budweiser Royale

International Breweries Plc, a member of Anheuser-Busch InBev (ABInBev), has introduced a new super-premium beer, Budweiser Royale, to the Nigerian market.

The product was unveiled at a recent launch event in Lagos, attended by government officials, traditional rulers, industry stakeholders, trade partners, celebrities, and media representatives.

Speaking at the launch, Carlos Coutiño, Managing Director of International Breweries Plc, said the introduction of Budweiser Royale reflects the Company’s focus on innovation and evolving consumer preferences in Nigeria.

“Budweiser Royale reflects our goal to keep pushing the boundaries of what a premium beer can offer. It combines depth of flavour with refined smoothness to meet modern taste expectations,” he said.

Bamise Oyegbami, Marketing Director of the Company, stated that the new variant was developed to meet the expectations of Nigerian consumers, who value quality and balance. He noted that a smooth finish complements the beer’s alcohol strength.

Also speaking, Marketing Manager Olajumoke Okikiolu said the Budweiser Royale campaign is built around the theme “All Rise,” which she described as a call to confidence, achievement and higher standards. She explained that the brand identity and campaign draw inspiration from everyday Nigerians who demonstrate ambition and pride in their personal journeys.

Budweiser Royale has been positioned as a premium variant with a full-bodied profile and an alcohol by volume (ABV) of 6%. According to the Company, the beer is brewed using high-quality ingredients and the Budweiser brewing process, and is targeted at adult consumers seeking a premium drinking experience.

International Breweries Plc reaffirmed its commitment to responsible and innovative drinking, stating that all marketing and brand activities are strictly for adults aged 18 years and above. The Company added that it applies voluntary guidance labelling across its products to promote moderation and informed consumption.